The structure of media over the past fifteen years from the beginning of the century has totally changed. There are many reasons for this. And the main among them are:
Of course, all these reasons resulted in the change of media production, in order to carry out which today there is the need to take into account a lot of aspects, and this task must be definitely carried out by specialists of the high level.
For the new means of production, distribution, processing and consumption of media materials, the innovative model is a good predictive force. It can be described in three theses:
Within a few years, the phenomenon will reach its saturation point.
The phenomenon will become massive not for the generation that first saw it, but for the generation that accepted it as part of the tradition.
After a sufficiently long period, an alternative will come to replace any phenomenon. In this case, in most cases, the new and old alternatives will coexist for a long time together.
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The peculiarity of most modern media production is the one-way flow of information: a relatively small group of media workers releases an information product consumed by the whole society. This unidirectional information flow is due to the linear nature of traditional information transfer technologies, the result of which is the actual rupture of mass communication (information is created at one end of the chain and consumed at the other), there is practically no feedback between these poles.
The rupture of mass communication gives rise to a lot of problems associated both with the lack of real control by society over the production of information, and with sometimes unexpected for the creators of its perception of their product by the audience.
It is the development of new technologies, primarily the Internet, that leads to the erosion of the traditionally broken mass communication. In the framework of interactive network media, the information flow is regulated not only and even not so much by producers, but also directly by consumers, when feedback from them and each of them with each other turns out to be a new regulator of the process of creating and distributing information.
The technological nature of modern media, which allows producing and replicating an information product on a gigantic scale, determines their production specifics, which makes it possible to compare this activity with mass production.
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